Service Marketing within Relationship Context Approach A Study on Five Star Hotels in Jordan

Mohamed Al-Shoura


The main objective of this study is to identify the nature of theoretical and practical relationship marketing concept in the management of Jordan hotels. The study emloyed both primary and secondary data, primary data were collected through a structured questionnaire from a convenient sample of twenty hotels.
The collected data were analyzed by using frequency tables, anova, factor analysis and other statistical techniques.
The main findings of the study were:
- hotel managers are fully aware of the relationship marketing concept .
- this awareness is not related to :
A. hotel size .
B. educational level and experience of hotels’ marketing managers.
The main conclusion and implications of the study are to improve the communication skills of the hotels’ emplyoyees, especially those in direct contact with guests.


Marketing, Services, Relations, Hotels

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